PERILAKU BELANJA IMPULSIF PENGUNJUNG MALL DI KOTA BANDUNG
Abstract
The study assessed the factors that significantly influenced impulse buying behavior at Mall in Bandung City and ascertained which among these factors greatly influenced it. Impulse purchase or impulse buying portrays purchases that shopper makes without any intention planned before shopping trip. These factors extracted from internal, external, demographics, and social perspectives on consumer impulse buying behavior. Quantitative questionnaire is used to measure responses of participants. This consumer behavior is on a great rise due to positive emotion, negative emotion, promotion and reference group. At the end of this paper, a set of suggestions is outlined to be investigated in the subsequent research works.References
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